CHICAGO — Dianna Cárdenas, CEM, Manager, Event Sales, at the American Clean Power Association (ACP), is a 2025 Trade Show Executive (TSE) Trailblazer.
Cárdenas has driven significant impact at the ACP, pushing for new advancements and improvements at its events and leading interns and new additions to the team.
TSE connected with Cárdenas to learn about her impressive career journey, how she stays motivated and more important topics.
ANDREW: What brought you to the trade show industry?
DIANNA: I was in a membership role at my previous association. Although we didn’t have a trade show, I was deeply involved in our annual event, which had a sponsorship component.
I loved the fast-paced environment and the opportunity to connect with partners while bringing ideas to life. When I saw an opportunity to transition into the trade show industry, I jumped at it!
I was drawn to the dynamic energy of trade shows, where no two days are the same. I thrive on building relationships with partners, understanding their goals and helping them find the best ways to engage with our audience.
The collaborative nature of trade shows, combined with the excitement of seeing an event come together, keeps me motivated and excited to do what I love.
ANDREW: What do you enjoy the most about your work?
DIANNA: Without a doubt — the people! I love that I get to connect with people from all over the world who are working toward a shared mission.
There’s something special about forming relationships with partners and colleagues, and then reconnecting with them year after year. Over time, these professional relationships have become more personal, and I value the sense of community that comes with that.
I also enjoy the challenge of understanding our partners’ unique needs and finding creative ways to help them meet their goals. Every event feels like a reunion, where I get to celebrate their successes and see how our collaboration has grown.
The connections I’ve built are the heart of my work and continue to inspire me every day.
ANDREW: What has been the proudest moment of your career so far?
DIANNA: One of my proudest moments was helping to launch a new event at my association. It was an all-hands-on-deck effort that required months of planning, creativity and collaboration.
Seeing that event come to life was incredibly rewarding, but what made it even more special was the opportunity to develop new sponsorship opportunities in the process. I was able to think outside the box and create packages that not only met the needs of our partners but also added value to the event experience.
Watching those ideas take off and knowing I played a role in creating something impactful made all the hard work worth it. That experience reaffirmed my passion for this industry and my ability to push the boundaries of what’s possible.
ANDREW: Could you describe your work leading interns and additions to the association’s team? How do you support these new members at the organization?
DIANNA: I’m passionate about setting new team members up for success. I start by walking them through our SOPs, but I also go beyond that by creating dedicated time to work alongside them.
I want them to feel confident navigating our processes, not just understanding them. One of my favorite tools I’ve discovered while training new members is Tango — an interactive, step-by-step tutorial that works on our live sites almost like a game.
It has been a game-changer for onboarding, making complex processes feel simple and engaging. I also emphasize building strong relationships with new team members by encouraging open communication and creating a safe space to ask questions.
Seeing them grow and thrive in their roles is one of the most rewarding aspects of my work.
Related. Meet the 2025 TSE Trailblazers: Jessie Albers
ANDREW: What are your keys to success?
DIANNA: Staying organized and writing everything down! It might be a bit old school, but there is power in putting pen to paper. Studies show that physically writing things down improves memory retention because it engages different parts of the brain.
For me, it’s not just about remembering tasks — it’s about staying focused, prioritizing effectively and maintaining clarity in this fast-paced industry.
Having a system to track progress, whether through checklists or project management tools, keeps me accountable and motivated. Consistency, discipline and a willingness to adapt have been key drivers of my success.
ANDREW: What challenges have you encountered in your career and how have you overcome them?
DIANNA: Being new to the trade show industry came with a steep learning curve. I had to quickly familiarize myself with everything from union regulations and exhibitor services to the nuances of working at convention centers versus hotels.
I’m not afraid to admit that I’ve made mistakes along the way, but I see every misstep as an opportunity to learn and improve. I’ve found that asking questions, seeking mentorship and taking the time to truly understand the industry’s complexities have been instrumental in overcoming these challenges.
I’ve also learned the importance of building strong relationships with vendors and partners who are willing to share their expertise. Over time, I’ve developed a deeper understanding of the industry and I’m proud of how far I’ve come and looking forward to learning more!
ANDREW: How do you stay motivated and avoid burnout?
DIANNA: I’ve learned that staying proactive about self-care is essential. One of the biggest game-changers for me has been incorporating movement into my routine — I love taking walks to decompress and reconnect with nature.
It helps me clear my mind, stay energized and come back to my work with fresh ideas. I’m also a big fan of checklists!
There’s something so satisfying about crossing things off a list and visually seeing my progress. After major events, I make it a point to take a day off to reset and reflect.
Prioritizing rest, balance and time for myself allows me to stay motivated and continue performing at my best.
ANDREW: What advice would you give to an events industry up-and-comer?
DIANNA: Be bold! Don’t be afraid to ask questions, speak up in meetings and advocate for your ideas. When I first entered the industry, I made a promise to myself that I would be bold — and that decision opened so many doors.
Set goals for yourself and don’t be afraid to go after them. Whether it’s pursuing a new opportunity, taking on a challenging project or asking for mentorship, putting yourself out there can lead to incredible growth.
Also, never underestimate the power of building relationships. The event industry thrives on collaboration and trust, and the connections you build today will shape your career tomorrow.
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